ACCELERATING GLOBAL GROWTHThe St.Gallen Certificate of Advanced Studies (CAS-HSG)for Global and Strategic Account Managers

RATIONALE 3

MISSION 5

CURRICULUM 6

PARTICIPANTS 8

CERTIFICATION 10

BENEFITS 11

UNIVERSITY OF ST.GALLEN 12

FACULTY 13

GLOBAL NETWORK 14

ADMISSION 15

Content

INVESTING IN VALUE CREATORS PAYS OFF MULTIPLE TIMES

Rationale

Christoph SennManaging Director Competence Center for Global Account Management (CGAM)Research Institute for International Management (FIM-HSG)University of St.Gallen

Today’s critical clients don’t just buy products and services, they buy expectations. Superior product and high caliber performance is taken for granted as merely the price of entry for doing business together. What they want is the commitment of and access to the supplier’s total operation. They want problem solving and creative thinking about their business.

Recent research has shown that a company’s ability to deliver on these expectations is largely dependent upon the quality of the key customer-facing employees who manage those relationships. Retaining and equipping them with the tools to better manage strategic, multi-national custom-ers will be a major factor in remaining competitive and profitable in today’s global marketplace. What is needed is a mix of highly analytical people with technological savvy outlook, creativity, adaptability, global know-how, and great communication skills to collaboratively solve complex and rapidly changing issues.

In response to these needs, the University of St.Gallen offers «Accelerating Global Growth», the world’s only Certificate of Advanced Studies for Global and Strategic Account Man-agers «GCP» that fully pays for itself. This program trains future leaders in mastering the increasingly complex role of the global and strategic account manager. We believe this three-module certification program signals a true change in thinking about how to prepare people for these more nuanced, multi-dimensional roles, starting with the fact that everything is taught from the lens of a customer-facing employee.

The focus of the curriculum is squarely on the critical suc-cess factors for driving revenue, growth and profitability with strategic customers. A real-life Value Creation Project is an integral and critical component of this Certification Program. It serves as each participant’s vehicle for putting insights into practice. Our data from the past ten years shows, that high-performing projects create a payback of up to CHF 100 million within 12 months after completion of the program.

While there’s no doubt that numerous organizational changes are also required to truly enable value creation, having the right people with the right skills managing your most important customers is paramount. As one practitio-ner so aptly put it,«At the end of the day it is the quality of our account managers that matters. If they cannot redefine our strategic customer relationships to give our company a larger role in their future wallet, we will not deliver incre-mental value to the shareholders.»

If you find yourself asking whether your company can af-ford to make an investment in these people, ask yourself if you can afford NOT to.

CAS for Global and Strategic Account Managers | 3

«The GCP enabled us to put relevant theories into practice. Representatives from other leading firms shared their GAM journey, which enabled an insightful exchange. Additionally, the peer experience with the participants from different industries was inspiring and helped us develop ideas from other perspectives.»

Michael DoblerSenior Vice PresidentGlobal KAM and Large Projects, Schindler

«When I started the program I thought of it as an additional job responsibility given to me by my company. But the GCP was such an enrichment for me. It completely changed my mindset. Now when I discuss or share topics with my clients, my think-ing is always strategic. So I always look for new opportunities in a different way. Earlier, it was just about offering new products or talking about daily business. Now it is about planning where we want to be together in five years.»

Anna Del CoreKey Account Manager / Vice PresidentSwiss Re Global

Mission

DEVELOPING NEXT-GENERATION GLOBAL SALES LEADERS

WHAT The «Gold Standard» in Global Sales EducationGCP is the world`s first and only GAM Certification Program at University level. For the past ten years, GCP has been developing high potential account managers into global business leaders by building capabilities to meet today`s and tomorrow`s business challenges.

Transforming GAMs To Customer General ManagersDesigned for elite, next generation global account manag-ers, GCP is truly global in its outlook and content, focus-ing on key global business issues through its three-module program. GCP trains future sales leaders to master the increasingly complex role of the global account manager.

Focus On Rigor, Relevance And Tangible ResultsGCP is a multidisciplinary program, utilizing a collabora-tive learning model and an integrated approach. As par-ticipants expand their knowledge, they will also complete

a Value Creation Project (VCP) which is a concrete busi-ness case and individual action plan, to generate measur-able value for both customer and supplier.

A Curriculum Designed To Accomplish On The JobGCP is designed to meet the expectations business leaders have of executive education. Webinars and one-to-one coaching are a key part of the program design. Partici-pants also discuss insights and receive feedback from thought leaders and their coaches on current GAM issues, their Value Creation Projects as well as future business challenges of their own industry.

WHO

GCP participants represent a broad industry experience and rich cultural diversity (age 40+ from 35+ countries).

SELECTED ORGANIZATIONS REPRESENTED AT GCP

• Adobe

• AMEX

• BASF

• BAT

• Catalent

• Cisco

• Coca-Cola

• DHL

• DSM

• Evonik

• Fonterra

• GE

• Glanbia

• Honeywell

• Ingersoll Rand

• KPMG

• Komatsu

• Konica-Minolta

• Microsoft

• Nokia

• Pfizer

• Philips

• Qiagen

• Roche

• RUAG

• Schindler

• Swiss Re

• Temenos

• T-Systems

• Tetra Pak

• UBS

• Vodafone

• West

• Wipro

• Xerox

CAS for Global and Strategic Account Managers | 5

Curriculum

A UNIQUE JOURNEY TO CUSTOMER-CENTRIC LEADERSHIP

«The Global Account Manager Certification Program was a great opportunity to connect with other industries and to initiate the real-life Value Creation Project with my customer.»

Ovidiu BurghelKey Customer Group Director, Coca-Cola HBC AG

MODULE 1 MODULE 2 MODULE 3

UNDERSTANDING GLOBAL GROWTH PATHS

ENGAGING IN STRATEGIC DIALOGUES

DELIVERING HIGH-IMPACT RESULTS

Coaching PhaseCoaching Phase

Face-to-Face Week

St.Gallen

February

Virtual Power Sessions

March – May

Face-to-Face Week

St.Gallen

June

Virtual Power Sessions

July – August

Face-to-Face Week

St.Gallen

September

Company-specific Value Creation Projects (VCPs) = Certification Papers

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MODULE 1LEARN AND UNDERSTAND HOW TO ORCHESTRATE GLOBAL GROWTH AND CRITICALLY REFLECT ON YOUR OWN COMPANY PRACTICES

MODULE 2BENCHMARK AGAINST AND LEARN FROM OTHER INDUSTRIES AND DEVELOP YOUR OWN NEXT-GENERATION VALUE CREATION PROJECT

MODULE 3TEST AND DEFEND YOUR PLANS IN FRONT OF EXPERTS, IMPLEMENT YOUR PROJECT AND JOIN AN ELITE GLOBAL COMMUNITY

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DIVERSE INDUSTRIES, FUNCTIONS AND NATIONS – ONE GOAL

Participants

20+ INDUSTRIES NATIONALITIES YEARS IN AGE35+ 40+

Global Growth

SAMPLE INDUSTRIES

• Aviation and Defense• Banking• Chemical• Consulting• Food and Beverage• Insurance• IT / Telecoms• Manufacturing• Pharma/ Biotech• Transport / Logistics

SAMPLE ROLES

• Client Lead Partner / Client Director• Customer Program Manager• Global Account Director• Global Account Manager• Global Business Development Manager • International Key Account Manager• Sales Manager• Senior Relationship Manager• Strategic Account Manager• Vice President International / Global Sales

8 | CAS for Global and Strategic Account Managers

«The GCP gave me much more clarity and new ideas on how to implement Global Account Management. The program also gave me a bench-mark of how other industries approach this topic. So overall it really helped me strengthen my case. It is the only program I found which is on that level and really addresses the core issues. There is no other program with such a high level of expertise.

Nico BacharidisGlobal Tender and Contracting LeadPfizer

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REAL-LIFE PROJECTS INSTEAD OF THEORETICAL EXAMS

Certification

Value Creation ProjectsThe Value Creation Project (VCP) is a unique and critical component of the GAM Certification Program that delivers tangible results. The VCP constitutes in-depth, highly practi-cal project work conducted on an individual basis by each participant under the guidance of the GCP faculty and the student’s own management team.

As participants expand their knowledge and skills over the three-module curriculum, the VCP serves as their vehicle for putting those learnings to use to contribute to both their customers’ and their own company’s profitable growth and market competitiveness.

The VCP represents a concrete business case and detailed action plan to generate measurable value for both customer and supplier. Successful completion of the VCP is a manda-tory requirement for completion of the program and award-ing of certification.

ILLUSTRATIVE VCP CASES CERTIFICATION REQUIREMENTS

Creating a new business model for aleading aerospace customer

Designing a global bid center for global customers

Taking the relationship with our biggest foods customer global

Changing the way we serve a leading consumer goods firm

Turnaround of international key account business

Two reflection Papers after modules 1 and 2 (max. 5 pages)

Three learning team interactions (face-to-face and web-based)

Four coaching sessions (face-to-face and web-based)

On-time submission of Value Creation Paper (max. 40 pages)

Successful verbal defense of VCP Paper during final GCP module (presentation of 30 min. including Q&A)

3

3

3

3

3

«My VCP led to a 50% growth in revenue with the customer and has been used as example at conferences and meetings on how to build sustainable business through joint value creation, not only price savings and cost reductions for the client.»

Nicholas GuthierVice President South AsiaRegional Business Director, Evonik Degussa GmbH

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THE PROGRAM THAT FULLY PAYS FOR ITSELF

Benefits

*Results from post GCP Survey (one year after, n =195, 2008-2017)

Payback - Documented Revenue growth and/ or cost savings

Reported Return on Investment*

> 80%Value Creation Projects implemented

> 60%Average growth of global customer business within one year

CHF 1 millionMinimum payback per VCP after one year

CHF 100 million Payback of high-performing VCPs after one year

Sample Calculation for Conservative 5% Growth Rate

Company Size $2 bn

No. of GAMs 10

Total Sales from Global Customers

25%

Average Sales per Global Account

$50 mn

No. of GAMs sent to GCP 1

GCP Investment $26,500

Travel Costs $18,500

Out of Office Cost $30,000

Additional Sales delivered by VCP at 5% growth rate

$2.5 mn

Avg. margin on additional sales is 30% $750,000

Return on Investment (ROI) Factor x10

GCP Investment: 9x $25,500 $229,500

Total Travel/ Out of Office Costs: 9x $48,500

$436,500

Additional Sales Delivered by VCPs $22.5 mn

Avg. margin on additional sales is 30% $6.75 mn

Return on Investment (ROI) > $ 6 mn

The same company now decides to send the remaining nine global account managers to GCPover the period of three years.

The goal is to maximize the return on investment.

1. PILOT: INDIVIDUAL DEVELOPMENT MEASURE

2. ROLLOUT: MAXIMIZE ROI THROUGH TEAM DEVELOPMENT

«The successful implementation of my VCP led to 70% sales growth with my customer in 12 months. Profit almost tripled and it impacted my career growth.»

Michael CebulskyCOO MarketsKPMG AG Wirtschaftsprüfungsgesellschaft(Former Global Account Director, T-Systems)

Get your ownROI Calculator

http://tiny.cc/Calculator

CAS for Global and Strategic Account Managers | 11

University of St.Gallen

FIRST-RATE EXECUTIVE EDUCATION IN SWITZERLAND

According to the Handelsblatt ranking the University of St.Gallen takes the 1st place in business research in the German speaking part of Europe.

With more than 40 institutes and centers the University of St.Gallen is one of the biggest economic faculty of Europe.

The Financial Times ranks the Universi-ty of St.Gallen as one of the top five European business schools and No. 1 in Switzerland.

As one of Europe’s leading business schools, the University of St.Gallen educates business leaders. The University regularly occupies top positions in interna-tional business school rankings, and currently occupies fourth place in the Financial Times ranking for Euro-pean business schools. In the area of thought leadership, the University is a well-established institution which focuses on the central challenges of the business world and practice-oriented concepts. The academic interests revolve around people and society.

The University was established in 1898 as a «Commer-cial Academy» in St.Gallen. Its proximity to practice and its integrative view have characterized the school since its foundation. Today, the University of St.Gallen has over 8000 students from more than 80 nations, provid-ing research, studies and education through an inter-disciplinary approach that emphasizes systems theory and the importance of broad reasoning.

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WORLD CLASS ACADEMIC AND PRACTITIONER EXPERTS

Faculty

Christoph Senn is Managing Director of the Competence Center for Global Account Management (CGAM) at the University of St.Gallen and Chairman of the Account Management Center (AMC), a management consulting firm specializing in strategic customer management.

A subject expert on global account management, his work has been published in California Management Review, Journal of Business Strategy, Harvard Business Manager, Wall Street Journal in cooperation with Sloan Management Review and other prominent publications.

In addition to his role as Director of the GCP, he serves as Director of the Global Account Management Executive Program (GAMPRO) with University of St.Gallen, and as Co-director of the Strategic Account Management Program (SMP) with Rotterdam School of Management (RSM) at Erasmus University in the Netherlands. Christoph Senn

Program Director

Heike BruchProfessor and Director at Institute for Leadership and Human Resource ManagementUniversity of St.Gallen

Christian GanschConductor, Producer and ConsultantGrammy Award Winner

Dirk Westphalen Head of Global Account Management Siemens Building Technologies

Thorsten TruijensDr. oec. HSGSenior Lecturer for Financial ManagementUniversity of St.Gallen

David CumminsCommercial Business Development Manager Shipping & Maritime Shell

Simon EvenettProfessor and St.Gallen MBA Director,Coordinator of Global Trade Alert, Trade Policy and Business- Government expert University of St.Gallen

Christopher SchrammCrisis Management ExpertSchranner Negotiation Institute and Red24

George YipProfessor and Associate Dean forExecutive ProgramsImperial College Business School

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SHAPING THE FUTURE OF COLLABORATION

Global Network

The Competence Center for Global Account Management (CGAM) was founded to strengthen the Research Institute for International Management‘s outreach to the global business and academic community.

Together with a total of over 1000 Alumni and dozens of partner companies, CGAM coordinates extensive research on the understanding of current and future challenges in global business-to-business collaboration and helps companies around the world to gain competitive advantage from its cutting-edge research and teaching.

The knowledge transfer goes beyond the classroom and delivers a high-level education to industry professionals who need high-value customer-supplier relationships to compete in today’s increasingly complex market environment.

ALUMNI

RESEARCH EDUCATION PRACTICE

«The program and the VCP gave me a clear structure to identify and to mas-ter the challenges in our company. It also gave me confidence in taking the next steps together with our clients. The great variety of industries was inspirng and helped me to develop new ideas.»

GAM, LEADING HIGHTECH COMPANY

«GCP is a valuable tool for any executive who is responsible for managing rela-tionships with large global customers. The program touches on a wide range of elements that are key to increasing customer intimacy and orchestrating internal resources.Time well spent!»

GAM, FORTUNE 100 HIGHTECH COMPANY

«I found this program not only inte-resting because of the content and exchange of experience with the other participants, but an inspiration because it has given me the opportunity to stop and revaluate my current job and work on my vision and strategy in order to achieve my targets.»

GAM, LEADING LOGISTICS FIRM

Providing Real Solutions to Real Problems

Developing Customer-centric Leaders

Building Capabilities for Tomorrow‘s Challenges

1000+

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Admission

UNLOCK YOUR GLOBAL GROWTH POTENTIAL

Application CriteriaAccess is restricted to a limited number of participants. Application requirements include:• Direct responsibility for at least one global

customer relationship, or intention to take on such a role within 12 months of course completion

• Minimum five years of international business experience

• Strong proficiency in written and spoken English

The committee reserves the right to accept or denypaticipants to ensure diversity and an ideal workshop setting.

Application ProcessVisit http://unisg.link/GCP to fill the onlineapplication form as well as for additionalinformation.

Early application is encouraged, and receipt of forms is requested at least eight weeks prior to program start. Only complete applications will be reviewed by the admission committee.

AccommodationAccommodation is not included in the program fee and should be reserved individually. We would be happy to provide you with further information about hotel names, locations and contact details.

GCP at a Glance• Start: February each year• Duration: 9 months• ECTS Credits: 15• Flexible Entry: No• Program Language: English

Program Fee• Regular Tuition: CHF 26,500• CGAM Corporate Partners receive a 10% discount

For further details, please inquire at cgam@unisg.ch.

Cancellation Charges• 90-60 days' notice: 25% of Program Fee• 59-30 days' notice: 50% of Program Fee• 29 days or less: 100% of Program Fee

Terms and ConditionsSubmitted applications are binding and represent acceptance of all terms and conditions of payment.The GCP fee is due on receipt of the invoice and must be paid prior to the commencement of the program. Until paid in full, the University of St.Gallen reserves the right to suspend or exclude the participant from attending the program. University of St.Gallen also reserves the right to change program settings without prior notice.

Christoph SennProgram Director

Mehak GandhiProgram Manager

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Competence Center for Global Account Management (CGAM) Research Institute for International Management (FIM-HSG)University of St.GallenDufourstrasse 40a9000 St.Gallen/Switzerland

Phone: +41 71 224 24 7cgam@unisg.chwww.fim.unisg.ch

«The St.Gallen GAM Certification Program is not just about world-class education; it’s a lifelong experience.»

Chris KlugGlobal Account Manager for General Electric, Salesforce